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Jamie, one of our AV Planner/Buyers, reveals how no other medium delivers scale and impact like live TV…

Like many over the weekend, I found myself on the sofa, eyes fixed on the TV, completely absorbed in what might have been the greatest rivalry of the year, the 2025 Ryder Cup.

Now that I’ve moved out of my parents’ house, I’m no longer forced to spend my Sundays watching golf with my dad – I’ve finally got control of the remote.

But with the drama unfolding at this year’s Ryder Cup, I couldn’t look away.

Every swing, every crowd/player reaction, and every pressure putt wasn’t just brilliant sport, but it was a reminder of why live TV still matters and why it continues to earn its place in the media mix.

Sky provided us with some of the viewing figures from the weekend:

• 1.14 million average viewers tuned into the 2025 Ryder Cup, making it the most-watched Ryder Cup ever on Sky Sports up 46% vs 2023.

• 2.29 million peaked during a five-minute stretch on Sunday evening as Shane Lowry sunk the putt to retain the Cup at 22:15.

• Over the weekend, 5.88 million people watched at least three consecutive minutes of live coverage.

That’s not just reach; that’s engaged, live, communal viewing.

As AV buyers, these are exactly the kinds of moments we should be investing in, where brands can show up in content that genuinely matters to people. It’s the power of being part of something while it’s happening.

I felt that myself over the weekend. Like I mentioned earlier, I haven’t exactly been rushing to watch golf since moving out. Friday, I finished Andor; Saturday, I was out with friends, but by the time word spread about what was happening in Bethpage Black, my Sunday evening plans quickly gave way to the Ryder Cup, and I needed to be in the moment watching it in real time.

This concludes that in a world of fragmented viewing and short attention spans, live TV still delivers the scale and impact that’s hard to find elsewhere.

However, it’s not about choosing between TV and other media platforms; it’s about knowing when and where each one works best. Live TV captures the moment as it happens, while platforms like TikTok and YouTube pick up the conversation afterwards, reaching those who come looking for highlights and reactions.

But what we have really learnt is that it is live experiences that bring everyone together, and that’s why TV will always have a seat at the table.

Or just that my dad was right about golf the whole time…

Let me know what you think.

Credit: Jamie Murphy, AV Planner/Buyer